UX Strategy: How to Devise Innovative Digital Products that People Want

User experience (UX) strategy requires a careful blend of business strategy and UX design, but until now, there hasn’t been an easy-to-apply framework for executing it. This hands-on guide introduces lightweight strategy tools and techniques to help you and your team craft innovative multi-device products that people want to use.

Whether you’re an entrepreneur, UX/UI designer, product manager, or part of an intrapreneurial team, this book teaches simple-to-advanced strategies that you can use in your work right away. Along with business cases, historical context, and real-world examples throughout, you’ll also gain different perspectives on the subject through interviews with top strategists.

• Define and validate your target users through provisional personas and customer discovery techniques

• Conduct competitive research and analysis to explore a crowded marketplace or an opportunity to create unique value

• Focus your team on the primary utility and business model of your product by running structured experiments using prototypes

• Devise UX funnels that increase customer engagement by mapping desired user actions to meaningful metrics